Why Victor Schoenfeld Became a Winemaker

By Mike DeSimone and Jeff Jenssen

Victor Schoenfeld of Golan Heights Winery

A California-born foodie lured to wine by its flavors, Victor Schoenfeld headed to Israel on a three-year contract 26 years ago and remains passionate about his role as Head Winemaker at Golan Heights Winery.

Why did you become a winemaker?

Winemaking was the intersection of a love of food—in which I include wine—and a desire to be a farmer and grow food. In the early 1980s winegrowing was one of the only agricultural fields…that focused on flavor and not on appearance and shelf life. When I first considered winegrowing and winemaking as a possible subject of study, something inside me clicked.

Where did you study winemaking?

I started at UC Santa Cruz in 1982 and transferred to UC Davis in 1984, with an intention of studying viticulture, which I started to do. After taking a year off to manage a vineyard in 1985 and 1986, I understood that to be in charge of the whole process; one also has to study winemaking. So in my fourth year of university, I changed my major to Fermentation Science, the name of the major at the time. I had to do an additional two quarters in my fifth year to get all the coursework done. I graduated in 1988.

When and why did you leave the U.S. for Israel?

In 1991, I was hired to take over the position I still have. At the time, I was living in Glen Ellen, California, working at Chateau St. Jean. I was hired on an initial three-year contract. I never would have dreamed I’d still be here after so many years. But I never dreamed the area had so much potential.

How many people are on your team? What is your management style with them?

We are six winemakers in addition to our viticulture and vineyard management team and lab team. All together we are 23. The winemakers work very much as a team, while each also specializes on a number of wines and subjects. I try to promote independent thinking, and my team knows that when they come to me, it is with a recommendation about what to do. I expect my team to be professional and “big picture” and to think about what they are doing and not to let routine and mechanics dictate what they do. With that, I try to nurture professional and personal development.

What do you see as the biggest challenge for Israeli wine in the global market?

I am extremely optimistic about Israeli wine in the global market. Recognition for our wines is constantly increasing. As a small producer (if Israel were a U.S. state, we would be number 45 in size), modest international success will be more than enough. And if the current trend continues, it is just a matter of time, as long as Israel keeps pushing quality forward, which is happening. Of course, there are some markets where politics confuse the matter, but my personal experience is that this phenomenon is generally overstated.

What has been your biggest failure and what did you learn from it?

We understood the extent of the problem of leafroll virus in Israeli vineyards earlier and more clearly than others. (Leafroll is a chronic, but not fatal vine virus.) We took steps to protect ourselves, especially the establishment of our own vine propagation block and vine nursery. And while we sounded the alarm, not that many people heard it. We should have raised more hell. While the Israeli wine industry is getting more and more recognition around the world, the industry would be in even better shape now if we had been more effective in getting the industry to internalize this big problem.

Related Jobs from

Wine SalesMonsieur Touton Selection, Ltd.Tampa, FLMonsieur Touton Selection Ltd. was founded in 1983 by Guillaume Touton and quickly grew to become a major distributor in the wines & spirits industry. Learn More

Sales Representative, Signature DivisionHorizon Beverage GroupDennis, MAAs one of New England’s leading spirits, wine and beer distributors, Horizon Beverage Group connects a network of makers, retailers and consumers across New England. Now in our fourth generation of family ownership, we employ more than 775 team members throughout Massachusetts, Rhode Island, New Hampshire, Maine, and Vermont. Learn More

Sales RepresentativeAskari O.H. LLCVarious Locations, USAAskari O.H. LLC Fine Wine Imports & Distribution is one of Texas’ premier fine wine importers. Founded in Austin, TX in 2009, Askari O.H. LLC is a company uniquely positioned to deliver the highest quality wines at the most competitive prices. Their goal is to find partners that share thier passion for wine and customer service! Learn More

Wine SpecialistBreakthru BeverageVarious Locations, USABreakthru Beverage is a family-owned company with operations and Affiliates spanning 19 markets. More than $6 billion in annual sales are driven by 7,000 associates. Their portfolio contains the world’s best wine, spirit and beer brands. Breakthru Beverage Group delivers world-renowned brands to the doorsteps of retailers, bars, and restaurant businesses. Learn More

Area Sales ManagerDelegat USA IncAtlanta, GADelegat is the proud maker of Oyster Bay and Barossa Valley Estate wine brands. Oyster Bay is one of the world’s most successful Super Premium wine brands and has become a top 5 Import Brand over $10 and an IMPACT Hot Brand seven years running in the US market. The company has a 50 person strong, high performance US sales team with robust distributor and key account relationships. Learn More

District Manager, South FloridaTerlato WinesMiami, FLThe Terlato Wine Group (owned by the Terlato Family) is a holding company operating businesses specializing in the marketing and production of exceptional wines. The Group’s flagship company is Terlato Wines, the leading importer and marketer of luxury wines in the United States. terlatowines.com. Learn More

Director, National Account SalesThe Winebow GroupVarious Locations, USAThe Winebow Group comprises national importer and distribution houses that offer comprehensive portfolios of fine wine and spirits from around the world. Learn More

Mike DeSimone and Jeff Jenssen are Wine Enthusiast's Entertaining and Lifestyle Editors. DeSimone tastes wine from Israel and the Mediterranean Basin, while Jenssen tastes wine from Eastern Europe, including the former the Soviet Union and Yugoslavia. Both co-authored Wines of California, Wines of the Southern Hemisphere, and The Fire Island Cookbook. Wine educators and presenters, both gentlemen serve as frequent guests on national and local television. Email: mikeandjeff@wineenthusiast.net